Any company wants to understand whether its investments in an advertising campaign will pay off. And it is necessary to invest a lot, and it is not only about money, but also about time and human resources. As a result of events to promote a particular product, there should be an understanding of whether it was possible to achieve the set goals, attract a certain audience, reach the planned sales level, etc.
When planning an advertising campaign, it is important to include in the work process the evaluation of its results. What is needed to analyze the effectiveness of advertising campaigns? It requires the preparation of the necessary tools, systems, methods of data evaluation, the necessary statistics and analytics. Of course, the analysis process will certainly be based on the goals that were initially included in the advertising campaign.
Dependence of the analysis of the effectiveness of an advertising campaign on the presence of set goals
Goals can be quantitative and italy email list qualitative. Qualitative goals are the results of an advertising campaign that should be obtained upon its completion. For example:
increase in turnover from 10 to 15%;
notification and preparation of customers for the opening of a new retail outlet;
reminding customers about the product.
Quantitative goals tell us how the company plans to achieve qualitative goals:
coverage of at least 40% of the target audience;
increasing the level of active awareness up to 25%;
optimization of the advertising budget - reducing its size by 10% by redistributing sources of information delivery.
An advertising campaign cannot be launched without first setting very specific goals, which, as a rule, have a numerical expression. Their absence will not allow you to track the final results and understand how effective the event was. Accordingly, when preparing subsequent campaigns, you will not have the opportunity to adjust your actions, directing your efforts in the right direction.
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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When the goals are clear, there are no difficulties with analyzing the results. You can easily calculate certain figures and evaluate the effectiveness of individual actions.